Snapchat has hit the 100 million-user milestone in India on a monthly basis, Snap co-founder and CEO Evan Spiegel announced at the virtual Snap for India 2021 event on Wednesday. The Santa Monica, California-headquartered company also revealed its local participation in the second edition of its India-focused program to further develop the social media camera app, which focuses on engaging users through augmented reality (AR) filters. is focused. It also claimed to increase its net new advertisers by 70 percent in 2020 and is introducing new monetization streams for users creating content on Snapchat.
among our new partners, crack announced that it is working with Flipkart Developing AR experiences for e-commerce. The company is deploying camera kit, which is essentially an end-to-end solution for third-party developers within Flipkart’s camera storefront, that lets online customers shop new products by experiencing them virtually at their location.
Snap also announced its tie-up with zomato As another major partnership in India. It aims to help users access restaurant information and be able to order food directly from their personal map Snapchat Application.
Additionally, Snap is offering virtual try-ons for Snapchat users by bringing Mumbai-based online cosmetics company Sugar Cosmetics and beauty brand MyGlam into its AR Shopping beta program.
“We have made significant investments to localize the Snapchat experience for the Indian community. We have added culturally relevant content, developed highly active and creative local maker communities, and invested in local products, marketing initiatives and language support,” Spiegel said in a prepared statement.
With local partnerships, Snap can offer various . working with Android Original Equipment Manufacturers (OEMs) to expand Snapchat.
Nana Murugesan, managing director of International Markets at Snap, told Gadgets 360 in a virtual interview that the company’s OEM strategy has two distinct parts. “One is what we call an on-Snapchat OEM strategy and the other is an off-Snapchat OEM strategy,” he said.
Using an on-Snapchat strategy, Snap is increasing the distribution of the app. The company said that there are over 100 million devices in India that have the Snapchat app pre-installed.
However, Snap is trying to go deeper into the country by using its off-Snapchat OEM strategy, which aims to provide the AR experience that the app provides natively but without the need for its full existence.
“If you look at JioPhone Next through our partnership Google, when you open a jiophone next and you open the camera, snapchat is also not there but when you open a jiophone next camera the snapchat lenses are supposed to be inside the camera, like our snapchat lens native camera integration, Murugesan told Gadgets 360.
With AR, Snap is also attracting user attention in India for its unique emoji experiences that come through a dedicated app bitmoji. The company claimed that India is the second largest and fastest growing market for the Bitmoji app. However, it did not provide any exact numbers to justify the claim.
Snap also said that its community is growing in the country with 300 Snap stars from 2020. Snap stars are exclusively Snapchat users. who are verified by the Company at its discretion.
Users selected as Snap Stars in India are now given access to a feature called ‘Gifting’, through which they will be able to monetize their content by receiving ‘gifts’ from their fans through story replies . This Snap. K will be in addition to the Creator Marketplace Launched earlier this year And soon launching for Snap Stars in India, through which brands will directly connect with active creators and pay them to produce branded content.
Last year, Snapchat introduced a feature that. is called headlines which allows users to share short-video content — such as TIC Tochandjob Instagram reels, And youtube shorts. The feature entered India in March this year and since its launch, the company claimed that the daily Spotlight story viewing time has quadrupled.
Snap has so far made AR lenses for 75 local festivals and has brought in over 350 hyperlocal geofilters across various Indian cities. brought this in august too AR features landmark for New Delhi’s India Gate After bringing that experience to the Taj Mahal in Agra and the Gateway of India in Mumbai. Furthermore, the company claims that it has held lens studio Workshops to teach AR to over 5,000 students in the country.
more room to grow
Over the past few years, Snap has started looking at India as one of its key potential markets. company set up your local office in Mumbai in 2019 and since Extended Language Support And localization effort For Snapchat app. However, a large number of local content creators have not joined the list of active Snapchatters.
“We believe that there is a lot left for us in India. And I think this is only the beginning of it. As we bring more friends and family to the platform, as people bring them on, and people visually communicate and celebrate, we are very excited to continue our momentum,” said Snap. K Murugesan said.
Snapchat registers over 66 percent growth in its reach in India, surpassed in just a few months Past milestone of 60 million subscribers in the fourth quarter of 2020. But the reach of 100 million is still far behind from the more than 180 million users available on Facebook. instagram in the country, according to existing data on Statista.
On whether India is a profitable market for Snap, Murugesan told Gadgets 360 that the company is currently in the second phase of market development which is hyper-growth. However, he did not explicitly confirm the profitability part.
“In this phase, the focus is about growth and engagement, relevance, like really making sure we do when it comes to augmented reality, authentic human connection and communication, and really focusing on that. And make sure we really become the platform of choice. We’ve been able to drive that hyper growth and really focus on that kind of hyper focus on hyper growth, as I call it. So India I am focused on that.”